Ten more foolish sales and marketing strategies to avoid


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We had some fun this morning in honor of April Fool’s Day, but bad sales & marketing strategies not too dissimilar from this are unfortunately a regular occurrence in organizations across the country.

Here are a few more sales and marketing strategies we wish were only April Fools Day jokes:

1. Incessant lead follow-up
Here’s a quick story of one poor sales rep who desperately wanted my attention. Calling for the 20th time isn’t likely going to get you anywhere with your prospects. Here’s a more reasonable approach to consider.

2. Telling the prospect that they’re wrong
There’s no worse way to start the relationship with your prospective customer than to tell them they’re wrong. Because doesn’t everyone want to feel like they’re wrong? Not exactly.

3. Insisting on perfection
It would be awesome if you could be perfect, but it’s not realistic. Failure, ironically, is the true path to innovation and success. More on that here.

4. Not testing enough
Testing should be built into your DNA as a marketer. It should be something you’re also doing across the entire organization, as a means of focusing your real efforts on what’s already proven to work and scale.

5. Letting bad sales reps kill your numbers & morale
Letting the wrong sales reps fester in your organization hurts you more than just with your monthly or quarterly quota. It will destroy team morale, and damage culture long after that rep is finally gone. Here are some signs your new reps aren’t working out, and some strategies for more proactively managing sales floor culture.

6. Equating budget with strategy
Just because you have money doesn’t mean you know what to do with it. In fact, some marketers flush with cash are more likely to do foolish things than those without budget, who are forced to make smarter, more strategic decisions out of necessity.

7. Assuming your CRM system IS your sales process
Nothing worse than using the default sales opportunity stages in Salesforce.com or your CRM system of choice to prove you don’t have a real, buyer-centric sales process to start with.

8. Giving every new lead directly to the sales team
Not all leads are created equal, and most aren’t worth your sales team’s time. At least not yet. Develop a common understanding and definition of a sales-ready lead between your sales and marketing teams, and continue nurturing the qualified-but-not-ready-to-buy leads until they’re worth your sales team’s time. Chances are, that means you’re saving the buyer time too.

9. Measuring marketing based on lead volume
I guess it could be worse, you could be measuring marketing based on activity. But lead volume really don’t matter. Quality leads matter more, and short-term sales opportunities matter even more.

10. Leaving technology decisions up to the IT department
Too many marketers aren’t smart enough about the technology they need to evaluate and triage needs on their own. There’s nothing wrong with having your IT department do a quick review, but increasingly marketers need to understand, evaluate and prioritize their own technology needs.

What are some of the more foolish sales & marketing strategies and tactics you’re still seeing today?

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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